https://thenextweb.com/insights/2020/05/11/rebrand-online-event-how-to-achieve-better-business-outcomes-through-social-contribution/

Whether scrolling Instagram or browsing our email inboxes, the current crisis has us tuned in to what brands do and say. In stride, our personal values are running close to the surface: is that letter from the CEO out of touch, or appropriately optimistic? Marketing campaigns that don’t skip a beat while the world is rapidly changing can feel brash, and tone-deaf sentiments can quickly spur an unsubscribe.

But it’s not all blunders and missteps! Brands that assert a strong mission and communications strategy can engender pride and loyalty in their communities, driving financial objectives in the longer term. While this is not an insignificant ask in challenging economic times, aligning with your brand purpose – be it streamlining your customer’s workflow or improving their daily run – will lead your marketing activity in the right direction.